Initial presentation of our Young Enterprise startup, QB- Quanto Basta, part of my MA Creative Economy (Kingston University)

1. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
1
QB Dragon’s Den
Presentation
07/11/12
Contents:
Introduction 02
Product 03
Research 04
Marketing 05
Financials 07
Appendix 08

2. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
2
Introduction
Welcome to QB.
Pitch
For the student who wants to eat well and save money,
our brown-bag, is a reusable lunch pack that is stylish.
Unlike Striiiipes, our product is both eco-friendly and
washable, allowing for longer use and including recipes
designed for a satisfying meal.
Opportunity and positioning
QB is a company dedicated to making products that are
not only attractive, but positively affect an individuals
lifestyle. Each product is hand sewn and environmentally
conscious, making each bag just as unique as the
individual who purchases it. We have a variety of bonus
features to include with each purchase, a few being
carefully planned recipes, specifically designed to fit in
eat lunch bag and be both healthy and delicious. With the
inevitable expansion of our company, we will introduce
a variety of products to make healthy living both stylistic
and achievable, and with QB’s site available online,
customers cannot only track incoming products, but share
recipes and stories to encourage others to make simplistic
positive changes in their eating habits.
Our philosophy
Quanto Basta, just as much as is needed, is the forefront
to our philosophy of simplistic eating.
Enjoy your break and avoid the lunchtime rush, with a
QB product remain comfortable in knowing you’ll have a
satisfying meal while remaining eco-friendly, cost efficient,
healthy, and stress-free.

3. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
3
Product
QB’s brown-bag is a simple, stylish lunch bag, made from
natural, sustainable materials. It is created to appeal to
both our consumer’s practical as well as emotional needs.
Unlike many competitors it is machine washable. It is
also cleverly designed to reduce production complexity in
order to maximise margins.
Product Features (practical)
• Generous size
• Washable
• 100% cotton (outer)
• Tie feature
• Made in London.
Product Appeal (emotional)
Sustainable
• Re-usability
• Environmental materials
Foodie
• Recipe inspiration/cards
• Encourage home creation
Stylish
• Iconic shape - twist on a classic
• Artisanal - natural look and feel.
–
Product construction
• Minimal components
• Single skill set
• Easily manufactured.

4. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
4
Research
Going to work or university everyday all day each one
of us is always confronted with the challenge what to do
at lunchtime: eat the expensive or unhealthy food at the
cafeteria or be prepared and bring your own lunch? The
latter is the healthier and cheaper choice, but in reality still
isn’t the popular one.
Assumption
A healthy, tasty, and time efficent meal can be expensive
and difficult to find. Home prepared meals are an obvious
solution - however there are few stylish and durable bags
to carry them in. Individuals also need a little inspiration to
nudge their habits in the right direction.
Activity theory
Lunches are a rushed activity, and choice is limited to
location and time. Pre-packaged lunches offer a limited
selection at a high cost with minimal satisfaction, and
their aesthetic appeal is synonymous to their quality. One
factor in going to lunch is the group dynamic: most go to
get their lunch with their colleagues or stay at their desk.
Packed lunches are usually carried in unattractive plastic
bags which detract from the appeal of the food itself.
Statistical research
Average annual lunch spend in the UK is £,2000.
Takeaway lunches are poor in nutrition and high in salt, fat
and sugar. More than a third of white-collar workers take
little or no lunch break, longer lunch breaks are taken by
graduate trainess, marketeers and charity workers - all
potential customers for the brown-bag.
Competitor survey
There are a variety of lunch boxes available for children,
but less for adults. Few have the simplistic style that
appeals to a vast array of adult customers, and those
which do are expensive, extremely niche and usually not
washable. The brown-bag is easy to clean, has recipe
features and is available at an affordable cost.
£6.50 £7.99 £20.00

5. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
5
Target customer
Following our research we have identified initial target
consumers as well as our potential market opportunity.
Three key personas have been identified.
Initial Target Market
Our initial target group is a young, style conscious,
healthy, environmental friendly group of students. Who
also want to save money by cooking their own meals.
They want an easy but stylish way to carry their lunch
that’s reusable.
Market Development
Following popularity in the stylish youth culture, we aim
to introduce a variety of products, geared to appeal to
a multitude of target markets. These additions to our
product line will include an array of sizes and colors
all aimed to suit different needs. Among these are the
“Goodie Bag”, in a medium size, the “Crummy Bag” in
a small size, and the “Old Bag” in an extra large size,
perfect for transporting food to a pot luck or carry-in style
dinner.
John
John is a 20 year old student, who also works
part-time. He is concerned about his image, is
environmentally conscious, and enjoys eating healthily,
but needs more encouragement.
Marge
Marge is a sports obsessed student, who likes to keep
fit and look good. She wants to take a packed lunch
when she can, but needs something practical and
stylish to put it in. A packed lunch is a great option as
it helps her budget as well as manage her diet. She
often runs out of ideas of what to prepare.
Matlida
Matilda is an extremely busy office worker trying to
undergo a change in eating habits, as she has gained
a bit of weight from her unhealthy eating and inactive
lifestyle. She is now trying to bring her own self-
made healthy meals to the workplace. She is a stylish
person as well, and doesn’t want to carry her meals in
a plastic bag.

6. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
6
QB’s marketing centres on our philosophy - to inspire
people to make your own delicious lunches.
Our marketing strategy is adaptive, as new learnings
are incorporated and production capabilities improve
(see appendix). Our marketing communication is also
multi-channeled, from traditional editorial PR to peer
recommendation through Social Media.
Market entry through KU, Italian Restaurant, Riverford
Farms. Small production run will be focused on Etsy,
Supadupa, mail order niche retail. Small production runs
will target retailers like Urban Outfitters and design led
boutique stores.
Marketing materials
Branding
Logo, colours/textures and provenance story.
Building Awareness
Build word of mouth through sample sale. Local
restaurant link-ups - Casa Sibilla.
PR/Editorial
Mail shots and background story to food magazines and
colour supplements.
Online/Social
Dedicated website:
Stylish website with mail order/on line sales capacity,
recipe inspiration and space for users to share recipe
ideas..
Facebook/Twitter:
Conversations on recipe ideas and sharing of customer
recipe recommendations. Moderated by QB Marketing
Director.
Pinterest/Delicious:
Pinning and sharing of recipe inspiration, and food
lifestyle content.
Marketing

7. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
7
Financial Plan
This financial plan represents our projections based
on initial costs and assumptions. We anticipate these
changing as production costs are clarified and marketing
costs are developed.
Three year summary Performance graph
£0
£3,500
£7,000
£10,500
£14,000
2013 2014 2015

8. Dragon’s Den Pitch
07/11/12
Brand QB
© The Spoonist
8
Appendix
We have adopted a phased approach to production,
marketing and budgets. This allows us to test,
develop and fund this project in simple stages. The
production of our product will move from team-made
to craft-made to low run production - each with their
own costings, revenue streams, production potential
and marketing strategy.
Test Production
Test prototypes for minimal outlay. This will act as
a revenue generator.
Limited Edition
Incorporate learnings. Craft-made by machinist.
Develop provenance story and simple, stylish
packaging.
Small run
Incorporate learnings. Small run production. Allows
us to experiment with new techniques and fabrics.
Mass production
Reduced production costs, increased marketing
costs.
Production Quantity
50
Team-made
100
Machinist - craft made
500
25,000 per year
Mass production
Market entry
Kingston University
Restaurant collaboration
Personal website, Etsy,
Modcloth, niche stores,
delicatessens
Urban Outfitters, Design
Boutiques, Anthropologie,
department stores
John Lewis,
department stores
Cost
£ 2.60
Retail £10.00
Margin 74%
£ 5.60
Retail £15.00
Margin 63%
£ 8.00
Retail £16.00
Margin 50%
£ 4.00
Wholesale £8.00
Margin 50%
Revenue
£ 370
£ 940
£ 4,000
£ 100,000